Communication market environment
COMMUNICATION MARKET ENVIRONMENT
INCREASED DIVERGENCE BETWEEN ECONOMIC REGIONS
Sustained growth in the United States
Stagnation in Europe
Slowdown in China
GLOBAL TRADE (1)
CHANGE IN GLOBAL ADVERTISING EXPENDITURE(3)
This diagram shows the change in global advertising expenditures (3) in billion USD.
- 2021: 783
- 2022: 831
- 2023: 874
- 2024: 947, including 60% on the internet (12% in Retail Media), with a global growth of 8.1%, growth of 8.7% in the United States, 20% on social networks, and 16.8% growth in 2024.
MOBILE PHONE USERS(4)
This diagram shows mobile phone users (4).
5.78 billion 98% of people over 16 years old are equipped, including 97% with a smartphone.
TIME SPENT PER DAY ON THE INTERNET(4)
This diagram shows the daily time spent on the internet (4).
- Hours: 6 hours 38 minutes, including for ages 16 to 24:
- Women: 7 hours 35 minutes
- Men: 7 hours 11 minutes
STAGES OF AI ADOPTION IN THE LIFE OF A COMMUNICATION CAMPAIGN BY AGENCIES, ADVERTISERS AND MEDIA OUTLETS(5)
This chart shows the phases of AI adoption in the life of a communication campaign by agencies, advertisers, and media outlets (5).
- Don’t know: 1%
- Exploratory: 11%
- Testing: 24%
- Feasibility (Proof of Concept): 34%
- Full scale: 30%